Study: Tobacco firms lowered menthol to attract young adults

Published: Thursday, July 17, 2008

Kevin Freking

WASHINGTON - Tobacco companies deliberately changed the menthol levels in cigarettes depending upon who they were marketing them to - lower levels for young smokers who preferred the milder brands and higher levels to "lock in lifelong adult smokers," researchers at the Harvard School of Public Health found.

The researchers reviewed industry documents dating back decades on product development and on strategic plans for menthol products.

They said that the tobacco companies researched how controlling menthol levels could increase sales among specific groups. Milder brands with lower menthol levels appealed to younger smokers. The milder products were then marketed to young consumers.

One document from R.J. Reynolds noted that all three major menthol brands "built their franchise with YAS (younger adult smokers) ... using a low-menthol product strategy. However, as smokers acclimate to menthol, their demand for menthol increases over time."

In 1987, R.J. Reynolds marketed low-level menthol varieties to persuade consumers to switch from regular brands and to recruit new, young smokers, noting: "First-time smoker reaction is generally negative. ... Initial negatives can be alleviated with a low level of menthol."

Philip-Morris USA used a two-prong strategy to increase Marlboro's share in the menthol market by targeting young adults and older smokers, the researchers concluded. Marlboro Milds were introduced nationally in 2000 and became popular among young smokers. The entry of that product coincided with an increase in the menthol level of the regular Marlboro Menthol brand intended for older smokers. The milds were responsible for almost 80 percent of the company's menthol-category growth that year.